With each iteration of the iPhone, Apple has improved the iPhone's camera. Once again, Apple has enhanced it for the iPhone 5S, although it's still stuck at 8 megapixels. I don't know if it's so important for Apple to play the megapixel game as Nokia and other companies have. But bumping up the quality of the camera (and continuing to improve the flash performance) is. It's one of those key hardware upgrades that gives people a reason to upgrade to a new phone.